NY Car Show: Cadillac CTS a "very serious" competitor to BMW

Thursday, March 28, 2013 - 03:51

Mar 28 - BMW North America CEO Ludwig Willisch says his company could notch another year of record car sales, but cites risk of increased competition from Cadillac's new CTS and other luxury automakers.

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Here at the New York International Auto Show the cars behind me artists -- that's what you thought new models BMW. It's going to be introducing them over the next ten years joining me now is the president and CEO. BMW North America. That think Phyllis -- good to see you. I've done. You introduce several. Cars here and it is part of the interview strategy it really does a lot of new models in -- -- -- three series is that still going to be the year. Luxury brands in the US. Absolutely yes we're confident and optimistic that we'll stay that way especially now with. I was rounding up the model range with a cause it's right next to me which is an addition to the streets is which didn't have a. Reduces. The and that you had a very successful sales here locally last year record. Can BMW top it. As we plan to do it again we -- confident and optimistic about these here. We'll see. How things work out in Europe but we -- global companies so it should be fun. I was gonna ask you about Europe I just a question is ten year market share in the US and your sales in the US. -- whatever weakness you in many other automakers are having to deal with here. Well it's probably not on the of the US -- it US has a strong hold. Strong foothold in there. On the other hand. There's the Asia China specifically. And other markets. So we will tend to balance the I'll risk around. World. As you know it rival car company Cadillac has introduced his -- yes there's been a lot of noise about it tried to take on BMW. Is it going to do that. But it's certainly compliment that they tried to and we'll see we'll have to take -- elect serious as a competitor. But. The race is always -- Are you changing anything about your strategy to counter that -- Always know we are we doing our thing we think we're doing well and that. Falling outside the -- yet of course taking every competitive series may be Cadillac and this country may be another competitor in another country. BMW is actually investing quite -- technologies to roll out these new models. And you've made this strategic move to hold operating margins in line if you will. As we continue to invest. It's a long term plan for BMW. But when it would investors and -- reversal increase in those margins going forward to counter the increased sales. We'll our complement it's. Our target is to keep our margin between eight and 10% we've come that. Pretty well so far this is also going forward even with the huge investments that we -- doing now and in the future. We stick to that basic targets. We've been quite successfully doing so. Any hesitation from the luxury car buyer in the US where there are still concerns about what happens with taxes and budget debate in Washington. The end of the year especially at the end of last year we found some of that that was more concerned that there's now. It seems to be that the US consumer is pretty much doing what he's planned to do it not worrying so much about this who lives than that. Sequestered from all that could really worrying about his personal situation. On a warning about him going ahead and feeding. Himself or herself to a VW. Sorry market getting too crowded so a lot of brands has a lot of conferences that Spain's. Well I shouldn't complain about competition being the number one so you I guess yes -- that we could -- you do without the one of the other about it. But it is as it is that we. We face the job. That the -- was great to talk to -- so much.

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